Advertisement+Analysis

Abercrombie & Fitch is among the worst. ABERZOMBIES:

Howdy do, Logan. Great to hear from you, and it's always good to learn about young scholars taking up the important issues of gender representation in the media. I'd be interested to hear what you discover in your analysis of the CK ad.
 * __GREAT EMAIL REPLY FROM THIS PROFESSOR TO LOGAN BEUKELMAN:__**

Of course, it'd be hard to relay to you in an email what I tell students about critical lenses. I teach about this over the course of a whole semester! If you were interested in having a more specific chat about your projects or about particular interests you have, I'd be glad to arrange a short phone conversation. If you're interested in books or other readings...well, the list is awfully long, but there are some good chapters in a book called "Rhetoric in Popular Culture" by Barry Brummett that you might find interesting and useful, particularly chapters 3 and 4. The textbook I use to teach my Media & Society class is called (not surprisingly) "Media/Society" by Croteau, Hoynes and Milan. You can get an old edition (3rd ed.) online for pretty cheap and it has some good general concepts for media literacy.

If you're game, I'd love to see your completed paper after you get your grade back. This sounds like a more sophisticated assignment than the kind I did in high school, and I'm interested to know what kind of neat work teachers at your school are up to. Sounds like you're getting a great exposure to the kind of work you'll be asked to do in college, so pay attention!

Be well,

Martin

_____ __Martin J Lang__ __Assistant Professor__ __Gustavus Adolphus College__ __800 W. College Ave.__ __St. Peter, MN 56082__

Kaitlyn:

__What makes you think this ad is "particularly" angled towards women? Wouldn't that be true of all perfume ads? Given this fact, how is this effort different? What allows you to know it is for women? What age of women do you think she is appealing to? Why? Is there something working in the ad that might also make it interesting to men? What sort of female ideals does Katy Perry perform? imitate? criticize?__

__A good way to look at ads is to think about the kinds of cultural short hand it may be using (with themes, colors, iconography, performance). Does it look or feel like something we are already familiar with? What changes has it made?__

__Good luck!__

__ALex Juhasz__ _____

Hello Amanda,

My name is Elli Roushanzamir & I'm a creative advertising professor at UGA. Tom Reichert gave me your name and explained your interest to me.

I also analyze mass media content including advertising. I use a theoretical approach called "critical cultural studies" and a method called "textual analysis." Textual analysis allows one to identify broader social themes by stringing together elements of the text. The "text" is defined by the researcher and in your case it seems to be the visual and verbal aspects of a particular ad campaign. I think you said you have both a print ad and a tv ad? So the text is the two ads.

The other material, i.e. details about the company, etc., remain ancillary to the main artifact of interest, i.e. the ad, although it might be relevant to your paper as context. Textual analysis required that one spend a lot of time digging into with just the material in front of her.

The theory behind textual analysis is critical cultural studies which uses artifacts such as the ones you are examining to find trace evidence of cultural meanings. It sounds like you've identified gender roles as an example of what the ads provide cultural insights about.

So after spending time examining and perhaps taking apart the ads, put them back together and show your reader how this evidence relates to gender roles, in what ways specifically and how the elements of the ads reinforce (or challenge, but from what you write it sounds like reinforce) cultural norms in our society.

Well, I hope this is of some help to you. Let me know if you want any further clarification. And good luck with your project which sounds very interesting indeed.

All best, Elli

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 * [[file:Advertisement Analysis Anticipation Guide.doc]] || Ad Analysis Anticipation Guide: The Topics We'll Explore ||
 * [[file:Ad Analysis Essay Checklist.doc]] || Be sure you have everything an "A paper" should have. ||
 * [[file:Ad Analysis Paper Plan Possibilities.doc]] || These ideas may lead you to successful exploration of your ideas. ||
 * [[file:Ad Analysis Presentation Directions.doc]] || Semi-specific guidelines on how to present your scholarly ideas. ||
 * [[file:Ad Unit Rubrics.doc]] || Points/percentages breakdown. ||
 * [[file:Aberzombie Names.doc]] || Urbandictionary.com's amusing attack on Abercrombie & Fitch. ||
 * [[file:Glossary of Commonly Used Techniques.doc]] || Be fully aware of what onslaught you are target of. ||
 * [[file:Questions for Analyzing Ads.doc]] || Answer these before & while you write your essay. ||
 * [[file:Letter to Professor Assignment.doc]] || Extra credit if you get a response email. Professors' ideas will help you. ||
 * [[file:Cowboy Images.ppt]]


 * [[file:Bridget Olson Ad Analysis.doc]] || Bridget Olson's Model Ad Analysis Essay ||
 * [[file:Jane Swenson Ad Analysis.doc]] || Jane Swenson ||
 * [[file:Erik Hanson Ad Analysis.doc]] || Erik Hanson ||
 * [[file:Mallory Ageton Ad Analysis.doc]] || Mallory Ageton ||
 * [[file:Bridget Thelen Ad.docx]] || Bridget Thelen ||


 * [[file:scholarlynx/Honda_Van.jpg|Honda_Van.jpg]] || Paper-worthy Advertisement ||
 * [[file:scholarlynx/Brian_Urlacher_Old_Spice.jpg|Brian_Urlacher_Old_Spice.jpg]] || Manhood Attacks & Masculinity Myths ||
 * [[file:scholarlynx/Delicious_Perfume_1.jpg|Delicious_Perfume_1.jpg]] || Temptation & Sinfulness ||
 * [[file:scholarlynx/Delicious_Perfume_2.jpg|Delicious_Perfume_2.jpg]] || Paper-worthy Advertisement ||
 * [[file:scholarlynx/Evan_Williams_Whiskey_1.jpg|Evan_Williams_Whiskey_1.jpg]] || Objectification & Moral Decay ||
 * [[file:scholarlynx/Evan_Williams_Whiskey_2.jpg|Evan_Williams_Whiskey_2.jpg]] || Objectification & Moral Decay ||
 * [[file:scholarlynx/Ewan_McGregor_Adventure_Cologne.jpg|Ewan_McGregor_Adventure_Cologne.jpg]] || Film "Stars" & Selling Adventure ||
 * [[file:scholarlynx/Harley_Davidson.jpg|Harley_Davidson.jpg]] || Patriotism & Symbolism (Freudian Lens, too) ||
 * [[file:scholarlynx/Heidi_Montag_Anchor_Blue.jpg|Heidi_Montag_Anchor_Blue.jpg]] || Superficiality ||
 * [[file:scholarlynx/Instinct_Sprint_Phone.jpg|Instinct_Sprint_Phone.jpg]] || Feminist Lens ||
 * [[file:scholarlynx/Pussy_Cat_Dolls_Verizon.jpg|Pussy_Cat_Dolls_Verizon.jpg]] || Superficiality & Phoniness ||
 * [[file:scholarlynx/Tina_Fey_Visa.jpg|Tina_Fey_Visa.jpg]] || Subtlety in Advertising ||
 * [[file:scholarlynx/Tom_Brady_Stetson.jpg|Tom_Brady_Stetson.jpg]] || Cowboy Mythology & NFL "Stars" ||
 * [[file:scholarlynx/Viva_Paper_Towels.jpg|Viva_Paper_Towels.jpg]] || Cuteness & Cleverness in Ads ||
 * [[file:scholarlynx/VO5_1.jpg|VO5_1.jpg]] || Brilliant Advertisement: Bridget Olson ||
 * [[file:scholarlynx/VO5_2.jpg|VO5_2.jpg]] ||  ||